Margie Dana

Print Buying Will Never Be the Same Again

The business of buying commercial printing for one’s company is going to change forever. Two factors are driving this change: Baby Boomers on the verge of retirement, and explosive growth of newer media.

When Baby Boomers retire, they take with them decades of print production knowledge and experience. Businesspeople entering the workforce will have significantly less print knowledge and a smaller pool of savvy peers and managers from whom to acquire it. With fewer on-the-job mentors, where and how will businesspeople develop their print sourcing skills? I have my own hunches, which I’ll save for another post.

And marketing campaigns, as well as customer communications efforts, are a mix of media: targeted email, instant messaging, social posts, blogs, webcasts and podcasts, Internet ads, digital signage, web sites, and strategic use of print materials – direct mail, newsletters, dimensional mail, signage, and more.

Tomorrow’s print customers will need to be skilled in more than just print manufacturing. They’ll need an appreciation of multiple channels and a solid understanding of how these channels are best integrated for effective campaigns.

These changes are well under way. They’re altering the career paths of businesspeople who have a passion and a talent for print production, and they’re affecting how print companies develop new business.

Boomers will be exiting the workforce sometime within the next 10 years or so, and digital marketing channels are here to stay.

Are you seeing these changes in your marketplace? If so, how are you dealing with them?

Is Print Effective? You Betcha!

My last post covered highlights of the print customer panel I put together for the 2016 NEDMA Conference last week. One remarkable thing about this daylong event was how much print was featured. There were several sessions on direct mail. My panel focused on how today’s customers deal with the print industry. And earlier in the day, Cory Funk of Japs-Olson Company facilitated another print customer panel. I sat in on this one. It was quite interesting.

Entitled, “Print Is Alive,” the session spotlighted two marketers who discussed using direct mail. One marketer represented Citizens Bank; another represented NexGen Insurance.

Here are a few highlights from that session.

Direct mail is a primary channel for both companies. The bank uses other channels to enhance its direct mail campaigns. And while the insurance company is highly digitally focused, marketing-wise, direct mail is still a core channel. As expected, they use multiple response mechanisms in their direct mail.

What’s changed in the insurance industry in the last five years, asked Cory? These trends were cited:

Direct mail is more likely to play a role in omnichannel campaigns.
Creative is more focused on storytelling.
There are multiple response mechanisms used in campaigns.
There’s much more personalization in marketing campaigns.
There’s increased pressure on print from a budgetary perspective. (I took this to mean there’s a push to measure print’s ROI.)

The marketer from Citizens Bank added that data has been a major factor in her business. How they use it is key. There was talk about how “good” data can help (increased relevance) but can also hurt (perceived privacy violations).

The insurance industry marketer also noted that there are now multiple data sources to manage and deal with. (He did say that thanks to sophisticated print companies who are experts in data analytics, print’s no longer cost prohibitive.)

The speakers talked about the importance of testing. Citizens does hundreds of tests a year, including a lot of multivariable testing. Different formats are tested to arrive at which lowest cost options drive the highest response. The timing of direct marketing channels is a challenge.

Bottom line? For these marketers, direct mail is an extremely powerful medium. As the speaker from Citizens said, “Print is going to be the lead.”

A Master Class in Working with Commercial Printers

Now I wish I’d taped it. The panel of four that I put together for the 2016 NEDMA Conference shared so much good information about working with printers, that I should’ve called it a Master Class. What they talked about would interest so many people on “both sides of the aisle.

There were a lot of printers in the audience, and I’m OK with that. The marketers who were there seemed to be on the younger side, and I’m especially OK with that.

The print buying pros (no one has that title, BTW) and I spent 50 minutes discussing what it’s like working “in” print today, and along the way their love of print – and printing – couldn’t be masked.

Two were from the agency side. One works in a university setting. The fourth, a former printer, is with a major women’s clothing retailer. Different histories. Different fields. All united by their deep experience in or with commercial printing.

Do they find themselves having to defend the use of print? Not all of them. Our panelist from Talbots vehemently replied, “No. Never.”

They spoke about the importance of doing a facility visit before working with a printer. One or more said they wouldn’t work with a printer whose facility they hadn’t visited.

I’ve heard this before.

I’d given them all a short list of questions ahead of time, but I also went off script when the spirit moved me.

“What’s the most important quality for a printer to have in order for you to work with that company?” I asked.

What’s that, you say? It had to be about price? Au contraire. “Price” never crossed their lips.

But the panelists did name the following traits:

Flexibility and resilience.
Follow-through and trust.
Communication.
Trust – and being thought of as a good client.

These echo comments I’ve heard from buyers for years.

One thing that’s changed about working with printers is that it’s not just about getting something printed. Today print is part of a campaign. It works with other channels. There’s integration. And there’s a lot of data that’s analyzed and used.

There was an extended discussion about how working with printers is a relationship business. Mariah of Hunt Direct said that she considers her printers a part of her team.

Finding experienced print production pros to be a part of their teams is challenging. Print knowledge is rare today, so they train and mentor.

Having run dozens of panels over the years, I tell you this was a special one. These four professionals offered important insights for printers as well as marketers. Hopefully, people in the audience took notes.

Things Printers Should Market the Hell Out of

In absolutely no particular order, here are some particular capabilities and strengths that I would market if I were a printer:

G7
Mailing and fulfillment
Rock-star employees
Community support
Data analytics capabilities
Personalized printing smarts
On-staff design expertise
Tangible signs of expansion and growth
Actual and factual differentiators
Being a union printer
Meaningful awards
Large-format capabilities
Specific verticals served

Do it in your enewsletter, your blog, and in sales calls. Do it in your direct mail campaigns, in social posts, and on your web site. Rinse and repeat.

You’re welcome.

Print Buyers Are Customers First

Forget that they’re buying print. Think of your print buyers as customers first. That they’re buying print is secondary.

Whether you serve the super savvy or the nearly novice, focus on the fact that they’re customers. As such, they – we – have certain expectations.

Here are a few:

We’re always right. Approach customers from this perspective unless and until it’s obvious we’re not right, and you’ll serve us well.
We come first. I don’t care if you have 100 other customers: the customer you’re dealing with at the moment is #1.
We deserve your respect. Don’t push us. Don’t mock us. Don’t insult us. Don’t lie to us. Don’t give us the bum’s rush. Be professional, always.
We want prompt service. We expect you to get back to us right away. Our calls, our texts, our emails, our requests for estimates. Don’t leave us hanging.
We want you to deliver what we hired you for. This means no surprises, no switcheroo on paper stock, and no missed deadlines. If you agreed to something (a date, a product, a service, a proof), please do it.
We want accountability, not excuses. We know that things will happen that are beyond your control. When they do, react responsibly and communicate with us how you’ll correct what’s needed.
We hate being hustled. Deliver the products or services we agreed upon, stand by your work, and uphold our agreement. If you do, then more work from us will come your way. Don’t sell aggressively. Don’t be obnoxious. Earn the next job, and the next.
We expect you to have our backs. You keep our best interest in mind. You’re on top of things and will make sure our order progresses smoothly.

Notice that the word “print” never appears here. The truth is, customers are pretty much the same regardless of what they’re buying.

Sitting Down with the A-Team

What do print customers think?

As much as you can learn about what customers are thinking by polling them and reading online articles, there’s nothing like sitting down with them and having this conversation.

Next month, I’m being given a terrific opportunity to chat with 4 print production experts to find out their impressions of the print industry – and what it’s like working with their print partners today.

Each of them has a stellar resume. They’ve been in the business for decades, which gives them perspective (and my utmost respect). I can’t wait to have this conversation with them. I’ve no doubt they’ll teach me a tremendous amount about customer expectations.

Who are they? I thought you’d never ask.

Two hail from agency backgrounds. Mariah Hunt is a print production, data processing and lettershop expert. Past clients include Monster.com, Toys R Us, Shaw’s, General Motors, FedEx and Home Depot. She runs her own business (Hunt Direct) and is the current president of New England Direct Marketing Association.

Ellen Hale is the VP and Director of Production, Direct, at MullenLowe Group, Boston. Her client list includes General Motors Credit Card, Department of Defense, Stride Rite, JetBlue, and Santander Bank. She’s a direct response expert.

We have a specialist in higher education at this table. Dianne Vanacore is the Marketing Production Manager at WPI (Worcester Polytechnic Institute). She handles the university’s annual recruitment, advancement, and branding campaigns.

And our fourth participant represents the retail industry. Steve Hasenauer (“has-an-hour”) is the Senior Manager of Marketing Production at Talbots, a leading retailer and direct marketer of women’s fashions. And guess what? He has over 30 years of print manufacturing and QC experience.

We’ll be discussing what it’s like working with printers today. Among other things, I want to find out if these experts demand more services, more marketing and/or data analytics expertise, from their print partners.

I’ll give them a chance to speak candidly about working with print in 2016. What should printers know about their changing roles and needs? How much more competitive has it become for their prospective print partners?

I’m lucky. I get to ask these random questions because I’m not a printer and don’t work for one. My guests are free to say what they want.

You’re welcome to join us. The May 17^th NEDMA annual conference will be held at Bentley University in Waltham, MA, from 9 to 5. There’s plenty of free parking, and the campus is easy to get to.

Best news saved for last: as a speaker, I can offer you a 50% discount off the $159 conference price. Click here to register for a mere $79 for THE WHOLE DAY, including lunch. Our session runs from 1:30 to 2:20 pm.

Curious about what print production experts have to say about working with print in 2016? I hope you can join us.

(This discount won’t last forever – don’t wait to register.)

In Printing, Everything Old Is New Again

Here’s some good news for printers who can’t come up with topics to blog about or write about in their newsletters:

Don’t presume everyone buying print or designing for print knows all of the printing terminology.

It ain’t necessarily so.

So go ahead, write about funky printing terms like bleed, ghosting, PMS, and hickeys. Many of your customers and prospects have no idea what they mean.

Write about the difference between digital, sheet offset and web offset printing. Believe me, it’s a mystery for many.

Write about inline vs. offline processes. What’s the diff?

Write about finishing processes and when each is recommended.

Write about foil stamping and die cutting. Add engraving, embossing and thermography while you’re at it.

Write about proofs and how customers should review each type of proof you send.

Write about VDP and how it takes a good database and turns it into personalized print materials.

Sprinkle this type of blog or newsletter article into your mix. Content made up of tiny topics is quite valuable to newcomers.

What’s the Role of a Printer at the Marketing Table?

My post two weeks ago, What Kind of Printer Gets a Seat at the Marketing Table?, got a lot of great comments, both on my site and on LinkedIn, where I published it.

I wrote that only a certain type of printing professional is likely to be invited to meet with a marketing team in the development of a campaign. Printers who are trusted partners, who’ve demonstrated they’re creative thinkers and well-rounded communications experts, and who are interested in helping clients find the right solutions are the pros most likely to get called into these meetings.

They are not your average print professionals. They are above average.

A comment made by Arlene Carroll, an Account Manager at Concord Direct, brought up a whole different element: How should printers who have a seat at that table present themselves? What’s a printer’s role there?

I was particularly interested in her comment because of who she is. I knew Arlene back when I ran Print Buyers International, and she was the Director of Marketing Operations at Brookstone. Her extensive history as a senior-level print customer adds a key dimension to her advice for printers – she’s been there and done that.

Here’s what she wrote in response to my post:

“…I find printers invited to the table early on need to be prepared to contribute to a complex discussion BEFORE moving to production solutions and estimates. I find the person printers send are under-prepared and often too quick to move to production issues and specs. Marketers at “the table” are considering many factors simultaneously; Analysis, Results, Tests, Audience/Segmentation, Creative/Copy, Channels and Trends to name a few. Printers need a representative experienced and confident to join this conversation and contribute at a high level. When the discussion reaches the right level, switch gears and become the production expert those at the table then need to achieve the goals on budget. I am experiencing this first hand – wonderful stuff!”

How should printers prepare for a conversation with a marketing team?

Are they expected to be active (and equal) participants? What kind of contributions should they strive to make?

What have your experiences been like in these situations, whether you’re a printer or a customer? Please share your stories here – including experiences that may not have gone so well.

Let’s help prepare printers for these meetings.

That Old Site’s Not Doing You Any Favors

Printers, consider this a public service announcement. When I find myself having conversations with print buyers, they usually drop a bomb with a random comment that needs to be shared.

For the record, I tend to speak with seasoned pros. Not occasional customers. Not crackpots. Not members of gen Z.

I was chatting with an experienced print production manager about working with the industry in general. The conversation tilted toward the challenge of finding new print providers when necessary. True, there are still over 30,000 commercial printers in the U.S., but expert print customers know that all printers aren’t the same. It’s difficult to make the right choice in a print partner.

She mentioned needing a printer in another part of the country, one where she had no experience. Then she added,

If a site is ugly, I don’t go any further.

I hadn’t asked about printers’ web sites. It wasn’t even part of the conversation. But there it was: her reality, and, I suspect, many other print customers’ as well.

How can prospects believe that you’re an innovative and contemporary print manufacturer, one that offers the latest in printing technology, if your site elicits “Ewwws!” and not “Ahhhhhhs!”

Hold a mirror up to your site. What’s your reaction? What vibe is it giving off?

If yours is a sore site for eyes, invest in a facelift. I think this print customer’s opinion is pretty common, and I don’t know many printers who can afford to turn off prospects with a dusty old, worn-out site.

What 3 Perceptive Print Buyers Said About Printers

Just listen.

When I listen to print buyers* talk about printers, it’s hard for me not to jump out of my chair, screaming, “My God, why isn’t every printer listening to you?”

From time to time I’m involved in buyer events. Most recently, these events have been offered by Printing Impressions and sponsored by Canon U.S.A. So far, they’ve all involved highly experienced businesspeople who are responsible for sourcing print – no novices, no millennials, no recent college grads.

While three buyers may not agree with one another on every question, there are definite trends that you can identify if you’re paying attention.

The buyer intelligence I pick up from these conversations is important to the print industry. Here are a few insights from just one webinar:

Highly experienced print buyers view their printers as partners. They don’t want to switch, or find new suppliers, unless they have to.

Sometimes printers are judged more by the way they recover when they fall – how quickly, and how well.

The biggest mistake a print rep can make when calling on a new prospect is not doing any research. The reps whose MO is talking all (and only) about their company won’t get anywhere. Ask, “What do you need?” Listen.

Print customers want their print partners to suggest new ideas. Many depend on this. You have to want to help your print customers succeed.

Many print customers, in companies large and small, prefer to work with local or regional printers. This is particularly true when press OKs are an issue. The highly experienced print customer enjoys going to the printer.

More and more printers are responsible for data security. Think about insurance companies, health care, and financial services. This will involve having a signed agreement and large liability clause with a printer. And printers can expect a thorough due diligence process.

Many experienced print customers don’t care what output device a printer uses, but many do. They like to know how a job will run.

Color matching is an issue with print customers. Anyone surprised?

Print customers are curious about AR technology but really interested in getting into NFC.

Interesting, right? The buyers all spoke the truth that day. And believe you me, it all rings true.

How can you use this information to improve your business development?

*Any business professional in charge of working with commercial printers, including the sourcing of print. This is typically a print buyer, a designer, a marketer, or a procurement executive.

Page 2 of 29<123451020...>>>

Category Archives: Print Tips